In a constantly changing buying environment, certain trends can be identified. We’ve known for several years online sales are growing tremendously, this is nothing new. We know that the global spread of mobile devices is expanding rapidly, and that consumers are getting increasingly marketing and technologically savvy.
Smartphone conversion as an opportunity
Obviously there lie massive opportunities in the immense growth of Smartphone traffic, though it seems that webshops and marketers are only just now starting to see the importance there.
How to raise Smartphone conversion
1. Adding video and multimedia to your mobile website
BrightEdge compared the Smartphone conversion rate with that of the desktop for several industries, and found that media- and entertainment websites – especially websites for travelling and hospitality industry/bars – seemed to perform a lot better than average. BrightEdge found a strong correlation between the presence of video and multimedia and the eventual conversion. In other words, websites should definitely consider adding video to their content.
2. Create a responsive website
Every device is unique in the way consumers use them. Marketing activities should acknowledge and support that. – Brad Mattick, BrightEdge
This quote speaks for itself; websites are (still) not always responsive to the different sizes of devices. Doing this would mean an immense improvement in usability of many, many websites, though one should exercise caution in how to execute this change. To optimize your website you should have a clear goal in mind, observe how your customers are using the website, test, and have clear goals to measure.
3. Apply an integrated mobile marketing strategy
Push notifications, messages within the app itself, and e-mail are the main channels of optimising mobile traffic and conversion. Recently, one push notification from the company Appboy to users who never purchased anything resulted in 100.000 dollars of extra revenue. The real challenge is to integrate all these messages into a solid strategy. Again, when applying this strategy you should be careful not to overdo it. This study shows us that push notifications can be the reason for customers to delete your app or stop visiting your website.